, MNE3702
ASSIGNMENT 2 SEMESTER 2
2026
DUE AUGUST 2026
QUESTION 1: Critical Evaluation of the Three Dimensions of Entrepreneurial Orientation
Demonstrated by Ultra Liquors
The entrepreneurial orientation (EO) of an organisation provides critical insight into its strategic
posture and capacity for innovation. According to the seminal framework developed by Miller
(1983) and subsequently refined by Covin and Slevin (1989), entrepreneurial orientation is
characterised by three core dimensions: innovativeness, proactiveness, and risk-taking. An
evaluation of Ultra Liquors against these dimensions reveals a company that has demonstrated
significant entrepreneurial capabilities, albeit with varying degrees of intensity across each
component.
Innovativeness as a Strategic Imperative
Innovativeness reflects a firm's propensity to engage in and support new ideas, novelty,
experimentation, and creative processes that may result in new products, services, or technological
processes. Ultra Liquors has shown a commendable commitment to innovation, particularly in its
marketing and customer engagement strategies. A notable example is the company's ‘Black Friday
Like Never Before’ campaign, which fundamentally reimagined the traditional promotional model
by inviting customers to co-create deals and promotions. This campaign represented a departure
from conventional retail marketing approaches, demonstrating a willingness to experiment with
novel engagement strategies that leveraged technology to enable customer collaboration. The
campaign's success, which resulted in a forty-six percent increase in sales and over three thousand
new subscribers, underscores the effectiveness of this innovative approach.
Furthermore, the company's strategic decisions reflect an innovative mindset beyond marketing.
The rebranding of the last Solly Kramer store as Ultra Liquors Express in 2021, along with the
addition of the Tabooz offering, indicates a willingness to adapt the brand architecture and expand
the product portfolio in response to evolving customer preferences. This adaptability, moving
beyond the traditional retail model to explore new brand expressions and product categories, is
indicative of an organisation that values novelty and experimentation as drivers of growth.
ASSIGNMENT 2 SEMESTER 2
2026
DUE AUGUST 2026
QUESTION 1: Critical Evaluation of the Three Dimensions of Entrepreneurial Orientation
Demonstrated by Ultra Liquors
The entrepreneurial orientation (EO) of an organisation provides critical insight into its strategic
posture and capacity for innovation. According to the seminal framework developed by Miller
(1983) and subsequently refined by Covin and Slevin (1989), entrepreneurial orientation is
characterised by three core dimensions: innovativeness, proactiveness, and risk-taking. An
evaluation of Ultra Liquors against these dimensions reveals a company that has demonstrated
significant entrepreneurial capabilities, albeit with varying degrees of intensity across each
component.
Innovativeness as a Strategic Imperative
Innovativeness reflects a firm's propensity to engage in and support new ideas, novelty,
experimentation, and creative processes that may result in new products, services, or technological
processes. Ultra Liquors has shown a commendable commitment to innovation, particularly in its
marketing and customer engagement strategies. A notable example is the company's ‘Black Friday
Like Never Before’ campaign, which fundamentally reimagined the traditional promotional model
by inviting customers to co-create deals and promotions. This campaign represented a departure
from conventional retail marketing approaches, demonstrating a willingness to experiment with
novel engagement strategies that leveraged technology to enable customer collaboration. The
campaign's success, which resulted in a forty-six percent increase in sales and over three thousand
new subscribers, underscores the effectiveness of this innovative approach.
Furthermore, the company's strategic decisions reflect an innovative mindset beyond marketing.
The rebranding of the last Solly Kramer store as Ultra Liquors Express in 2021, along with the
addition of the Tabooz offering, indicates a willingness to adapt the brand architecture and expand
the product portfolio in response to evolving customer preferences. This adaptability, moving
beyond the traditional retail model to explore new brand expressions and product categories, is
indicative of an organisation that values novelty and experimentation as drivers of growth.
